Ad of the Day: Bing

Facebook friends improve your search results in CP+B's quirky new spots

As you probably know by now, Bing isn't just a search engine. It's a social search engine. It doesn't spit out a string of results from some abstract, alien algorithm that thinks it knows what you want even before you've finished typing. It queries input from the chatter of your Facebook friends because they so consistently demonstrate good taste and sound judgment. Such is the conceit of Crispin Porter + Bogusky's new Bing spots, which succeed JWT's search-overload campaign. The new ads transform Facebook profile pictures into video anecdotes, where your buddies remind you just why you can rely on them for advice. The arguments range from the charmingly plausible (karate geek spared you embarrassment) to the fantastically absurd (ocean-swallowing yogi rescued you from death) to the suggestively off-message (hot girl stuck her tongue in your mouth). Of course, the ads neglect to spotlight the types that likely constitute the majority of your Facebook network: strangers you met once at some party, the fling that fizzled out after the first sober date, people you sort of knew in high school—clearly your most trusted connections. Anyway, the ads leave something to be desired. Facebook's design just doesn't translate well to TV ads, while the layered cameras simultaneously panning in opposite directions feel a bit like a disorienting product demo. It's still a decent concept with some cute writing. But with JWT and Bing no longer in a relationship, is it good enough to woo more of the brand's business to CP+B?


CREDITS

Client: Microsoft Bing

Agency: Crispin Porter + Bogusky

Spot: "Restaurant Decision"

Worldwide Chief Creative Officer: Rob Reilly

Group Creative Directors: Adam Chasnow, Tony Calcao

Creative Directors: Dave Swartz, Jay Russell

Associate Creative Director: Mitch Bennett

Art Director: Matt Kubis

Copywriters: Liza Behles, Jim Heekin             

Executive Integrated Producer: Anthony Nelson  

Production Company & City: Directors Bureau, Los Angeles

Director: Roman Coppola

Executive Producer (Production Co): Cayce Cole, Melissa Culligan

Head Of Production (Production Co): Elizabeth Minzes

Producer (Production Co): Youree Henley

Director Of Photography: Natasha Braier

Post Production & City: Mass Market, Venice, Calif.

Editorial Company & City: Gandolfi, Burke, Nelson La

Editor: Jay Nelson

Assistant Editor: Tony Orcena            

Music Company & City: Atlantic Records

Music: Chromeo "Hot Mess"

Music Album: Fancy Footwork

Executive Integrated Music Producer: Bill Meadows

Visual Effects Company & City: Mass Market, Venice           

Visual Effects Producer: Nick Fraser

3-D Supervisor: Chris Sage

2-D Supervisor: Miles Essmiller

Group Account Director: Devin Reiter

Content Supervisor: Carrie Frash

Content Manager: Trisha Kaput

Assistant Content Manager: Maggie Lannon

Business Affairs: Natalie Greenman

Cognitive Anthropologist: David Page